Nouvelle by Luciana: A Journey Together
Started with passion, Nouvelle by Luciana has grown into a mature brand and, at the same time, a reference in the world of elegant medical uniforms and casual outfits with personality. We’ve been close to Luciana, the brand’s creator, at every stage: from the first steps in the online world to the moment when sales transitioned exclusively to the website.
Client
Nouvelle By Luciana
Brand
Nouvelle Medical, Nouvelle Atelier
Job
Branding / Copywriting / Design/ Marketing /Google & Facebook Ads
Objective
Creștere awareness, creștere vânzări
Industry
Fashion / Medical Apparel
Technologies
Google Ads, Google Analytics, WordPress, Adobea creative suite, Canva
Start date
2020
Stop date
Ongoing
What’s in a Name
The company's name was inspired by Lucia's passion for creating unique garments, constantly showcasing new and new design variations, new cuts and new clothing categories. After starting her christening gowns and mother-daughter collections, Luciana continued to explore and learn, which she still does today.
A centerpiece of the brand is the kitty logo, which customers will often see embroidered on garments.
Did you know?
Nouvelle's logo cat name is Leia, inspired by the founder's passion for Starwars. And in real life, the brand's creator has a cat with that name, who loves to watch Luciana drawing.
Our Recursive Q&A Strategy
Nouvelle by Luciana has grown under our watchful eyes. As the brand matured, its needs expanded and transformed, and our strategy adapted to the changes along the way. Despite the metamorphoses, we managed to keep the flavor of a small brand, emotionally close to its customers.
Client
Nouvelle By Luciana
Brand
Nouvelle Medical, Nouvelle Atelier
Initially, the challenge was to grow the brand and make it nationally relevant.
Along the way, new and new challenges arose, as expansion involves more production and logistical effort.
Our Recursive Q&A strategy has enabled us to create customized integrated solutions step by step as new challenges arise. Continuous adaptation was not only necessary in the past, but remains just as relevant today as Nouvelle continues to grow. For example, the brand will start sales in the European Union, which will come with new challenges.
A well-loved brand in Iasi, Nouvelle by Luciana started its activity with second-hand clothes, later complemented by premium medical suits. It gradually expanded nationwide, with organic growth in Social Media being among its main assets. Luciana's charm and keeping the excitement of a small brand were the ingredients we used the most.
With a spectacular strictly organic evolution (no Like Page campaigns or other forms of paid promotion) over more than 7 years, the Nouvelle page will have more than 9,500 fans at the beginning of 2021.
Organic bet
There's more room to grow online
OMG...too popular?
As the Nouvelle by Luciana brand grew, its popularity started to create problems, related to issues such as order management, customization according to different criteria and, last but not least, returns. Faced with new challenges, we moved the order placement process to the website.
Client
Nouvelle By Luciana
Brand
Nouvelle Medical, Nouvelle Atelier
How did we direct customers to the website?
- We prepared them for changes through direct communication or Social Media channels
- We translated the warm and familiar tone to the website
- We created a visible link between Social Media and the website through visual identity
- PR actions, including local press
- We created a link between the SM and the website through visual identity.
Facebook & Google Ads
The next step for Nouvelle by Luciana, after organic growth, was to implement an Ads strategy, both in Google and Facebook.
In June 2024, we achieved a 20% ROAS on the campaign run in Google. After the first 6 months of the year, sales were up 37% compared to the same period in 2023.
Here are some numbers that capture 2023 vs. 2022:
Exceded Reach
80%
Gross sales growth
60%
Orders growth
48%
Our tools are made for walking [ reporting ]
With the creation of the website, we also included automated communications in the marketing mix, which help to strengthen the warm relationship between the brand and its customers.
More flavour with our homemade tools
We chose to differentiate ourselves from the competition by using Black Reports ( part of the Black Plugins family), which we created ourselves, to better target these automated communications. What are the days when customers place the most orders? What about the hours? What are their favorite colors and how are color preferences influenced by the season? These are just some of the questions we've found the answers to with these custom plugins.
Nice talking to you !
While the personal relationship has remained a staple and a differentiating feature of the brand, the company's meteoric expansion and emerging AI technologies have created a new need and...a solution. We adapted quickly this time around and created a customized chatbot for Nouvelle, based on ChatGPT, which we trained to respond to requests. A petrsonalized chatbot is a solution that brings efficiency and saves time not only for the company, but also for the customers.
Departments and team
People make things possible. At BlackSquare, showing gratitudine is a way of life.
Departments
Social Media
Branding
Performance
Team
Social media strategy // Andra Oprescu
Accont Manager // Andreia Calaretu
WordPress // Radu Sima
Branding // Bogdan Vartolomei
Tools Used
WordPress
Black Reports
SEMRush
Gooogle Business Suite
Partners & Special Thanks
Nouvelle by Luciana
Leia [NBL Inspiration]